ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 10th Annual Shorty Awards

SeekDeeper

Silver Distinction in Creative use of Technology

Entered in Travel & Tourism, Live Streaming Video, Snapchat, Storytelling

About this entry

We wanted to get on the radar of young, tech-savvy travelers by using nontraditional means, driven heavily by buzz and PR.

Royal Caribbean has very innovative technology on their ships, so we also wanted to lean into our tech side. We strive to create marketing as innovative as the ships themselves.

Why does this entry deserve to win?

We knew our young audience loves to share their vacations. But they didn't have a simple way to shoot and share video and photos from underwater. We also knew that Snapchat was their social media of choice.

So we worked with an underwater fabricator to design a waterproof dive mask with an insert that could hold the Snapchat Spectacles, and also keep them fully functional.

We demonstrated the mask by having three professional divers put it to the test in real-time.

Results

234 MILLION PR IMPRESSIONS

474% INCREASE IN SNAP FANS

12 MILLION VIDEO VIEWS

Media

Video for SeekDeeper

Produced by

MullenLowe Boston, Royal Caribbean International

Links

Entry Credits